Text messaging has become one of the most effective ways for political campaigns to reach voters directly. Unlike email or social media, text messages land straight on a voter’s phone, giving campaigns a personal and immediate channel to communicate. But just because you can send thousands of messages doesn’t mean every text will be seen or acted upon.
Political text messaging, when done right, can increase engagement, drive event attendance, boost volunteer participation, and even encourage donations. But poor messaging, broken links, or mismanaged multimedia can lead to low deliverability, frustrated recipients, and wasted effort. That’s why campaigns need to focus on best practices, from message content to technical setup. Tools like Proximity can help campaigns manage large-scale texting campaigns efficiently while keeping deliverability high.
Why MMS Matters for Political Text Messaging
While traditional SMS messages are limited to text, MMS allows campaigns to send images, flyers, candidate headshots, or short graphics along with their messages. Including visuals can capture attention, reinforce branding, and make calls to action stand out.
But MMS comes with challenges. Larger file sizes can slow delivery, and carriers may filter messages that appear suspicious. That makes it essential to plan carefully and follow best practices to maximize reach. Campaigns using Proximity’s platform can streamline MMS messaging while ensuring compliance and high deliverability.
Best Practices for MMS Deliverability
1. Keep Your Images Simple
Use one clear, high-quality image per message. A headshot, flyer, or simple graphic works best. Avoid heavy GIFs or video files, which can slow down delivery and trigger carrier filters. Compress images so they remain sharp but under 500 KB.
Remember, your image should support the message, not replace it. A clear image combined with concise text is far more effective than a flashy but cluttered graphic.
2. Use Short and Trusted Links
Links are a crucial part of political text messaging. Whether it’s a donation page, event RSVP, or voter information, links should be short, recognizable, and reliable. Many campaigns use link shorteners, but some public shorteners can trigger spam filters. We recommend utilizing your campaign website or other high-trust domains. Avoid sending video links that aren’t hosted on a trusted site like YouTube, Vimeo, or your own campaign website.
Always check that links work correctly and lead directly to the intended page.
3. Identify Yourself and Include Opt-Outs
Every political text message should clearly state who is sending it. For example, start with “Hi, this is [Candidate] from the [Campaign].” Clear identification reduces confusion and builds trust.
Equally important is providing an easy way to opt out, usually with a simple “Reply STOP to unsubscribe.” Doing so keeps you compliant with regulations and prevents recipients from marking your messages as spam.
4. Respect Timing and Frequency
Avoid sending messages too early in the morning or too late at night. Stick to reasonable hours, generally between 9 am – 12 pm and between 5 pm – 9 pm. Local time matters, so schedule messages according to the voter’s location.
Don’t overwhelm your audience. Repeated messages in a short period can lead to complaints and lower engagement. Test your send cadence and scale gradually to maintain a good sender reputation.
5. Segment Your Audience
Not every voter should receive the same message. Segment your lists based on engagement, geography, or interests. For example, volunteers might get a different call to action than general supporters.
Segmenting improves relevance and boosts response rates. It also protects your deliverability by sending targeted, meaningful content rather than blanket messages that may feel spammy.
6. Monitor and Adjust
Keep an eye on key metrics like delivery rates, click-throughs, and opt-outs. If a certain message underperforms or triggers complaints, pause and review before sending more. Monitoring feedback allows you to refine your approach continuously.
Writing Effective Political Text Messages
Creating a message that engages voters requires more than technical setup. Here are some tips for writing compelling political texts:
- Be concise. Even with MMS, keep texts short and clear. One main call to action per message works best.
- Include urgency when relevant. Remind voters about deadlines, polling hours, or registration dates.
- Keep tone friendly and respectful. Avoid aggressive or fear-based language that might turn voters off.
- Test different messages. Send small batches to see what performs best before rolling out a full campaign.
Compliance and Legal Considerations
Political text messaging is regulated, so staying compliant is essential. While certain political campaigns may have exemptions, it’s good practice to:
- Collect opt-in for A2P messages, P2P use-cases have more flexibility, but ensure your audiences are ready & willing to engage.
- Include opt-out instructions in every message e.g. “Reply STOP to opt-out”
- Clearly identify your campaign or candidate.
- Protect voter data and share it only with trusted team members.
Following these steps protects your campaign and builds trust with voters.
Examples of Successful Political Messages
Here are some examples that illustrate these principles:
- Polling reminder: “Hi, this is Alex from the Johnson campaign. Polls are open 7 a.m.–7 p.m. Find your polling place: [link]. Reply STOP to opt out.” Include an image of a simple polling map.
- Event invite: “Hey, join us for a meet-and-greet this Friday at 6 p.m. RSVP here: [link]. Reply STOP to opt out.” Include an event flyer.
- Small donation ask: “Hi, we’re $1,500 short of our goal. Can you chip in $5 today? Donate here: [link]. Thanks! Reply STOP to opt out.” Include a candidate headshot with a simple overlay.
Even small touches like clear links and a simple image can significantly boost engagement.
Final Thoughts
Political text messaging is a powerful tool for campaigns, but success requires more than sending thousands of messages. By following best practices — using clear images, short links, proper identification, thoughtful timing, and careful segmentation — campaigns can reach voters effectively while protecting deliverability.
Tools like Proximity’s VoText and VolunText help campaigns manage large-scale messaging, track performance, and stay compliant, giving teams the confidence to run efficient, impactful outreach programs.
When done right, political text messaging is not just about sending information. It’s about building trust, engaging voters, and motivating action. Use these strategies to make every message count.
